Uloga influensera katolika u kreiranju imidža Crkve u Hrvatskoj

professional thesis

• Title (english): The role of Catholic influencers in creating image of the Church in Croatia
• Author: Nina Krapić
• Mentor: Marijana Grbeša Zenzerović (mentor)
• Mentor: Božo Skoko (mentor)
• Committee member: Igor Kanižaj (predsjednik povjerenstva)
• Committee member: Danijel Labaš (član povjerenstva)
• Committee member: Marijana Grbeša Zenzerović (član povjerenstva)
• Committee member: Božo Skoko (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2023-10-03, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Political Science

Abstract

Crkva i politika suočene su s istim problemom odlijeva članstva i vjernika. Politika je tom
problemu pristupila brediranjem i korištenjem trendova političke komunikacije, poput
personalizacije, selebritizacije i autentičnosti. Korištenjem tih obrazaca stasala su neka od
najpopularnijih imena u politici koja su za politička pitanja zaintrigirala široku javnost.
Paralelno, u Katoličkoj Crkvi javlja se trend popularizacije YouTube propovjednika, političkih
i sportskih celebrity katolika koji bude interes za vjeru i Crkvu. Ovaj rad pokazuje da su u
religiji, konkretnije u Katoličkoj Crkvi, prisutni isti trendovi kao i u političkoj komunikaciji i
da su korištenjem tih trendova stasali celebrity katolici. Rad istražuje prisutnost trendova
političke komunikacije na primjeru katoličkog celebrityja Marina Miletića i ostavlja prostor za
daljnja istraživanja komunikacijskih trendova kod popularnih katolika koji okupljaju stotine
tisuća sljedbenika, postaju neformalni autoriteti i najveći influenseri za brend Katoličke Crkve
u Hrvatskoj. Ostaje otvoreno pitanje hoće li hijerarhijska Crkva u Hrvatskoj početi razmišljati
o jeziku i stilu i o tome što joj poručuju vjernici prianjanjem uz YouTube katoličke zvijezde,
hoće li konačno početi strateški komunicirati i uključiti ih u istu strategiju kao infleunsere za
svoj brend.

Abstract (english)

The Church and politics are faced with the same problems of the outflow of membership and
believers. Politics approached this problem by branding and using trends in political
communication such as personalization, celebritization and authenticity. Through the use of
these forms, some of the most popular names in politics arose, which intrigued the general
public for political issues. At the same time, in the Catholic Church grew a trend of the
popularization of YouTube preachers, political and sports celebrity Catholics, which arouses
interest in religion and the Church by using the same trends. This paper shows that the same
trends are present in political communication and in religion, more specifically in the Catholic
Church. The paper researches the presence of political communication trends on the example
of Catholic celebrity Marin Miletić and leaves room for further research into communication
trends among popular Catholics who gather hundreds of thousands of followers, become
informal authorities and the biggest influencers for the brand of the Catholic Church in Croatia.
It remains an open question whether the hierarchical Church in Croatia will begin to think about
language and style and what message are the believers sending by clinging to YouTube
Catholic stars, whether it will finally begin to communicate strategically and include them in
the strategy as influencers for the brand.

• Keywords: brend; Katolička Crkva; imidž; influenseri; personalizacija; selebritizacija; populizam; autentičnost
• Keywords (english): brand; Catholic Church; image; influencers; personalisation; celebritization; populism; authenticity
• Language: croatian
• URN:NBN: urn:nbn:hr:114:556028
• Study programme: Title: Public Relations; Study programme type: university; Study level: postgraduate specialist; Academic / professional title: sveučilišni/a specijalist/ specijalistica iz odnosa s javnošću (sveučilišni/a specijalist/ specijalistica iz odnosa s javnošću)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2023-10-05 07:33:24